Gursimran Kaur, Associate Director of Marketing for Grofers, Explains how the gap between brands and agencies affects BTL activations : An Interview
Q What factors will help the growth of Activations in Venues?
Companies have realised the increasing importance of BTL in delivering a holistic brand experience by exploring new and otherwise untapped touch points. It also serves as a great platform to collect first hand inputs from existing and prospective consumers. These inputs further help in product and marketing changes.
Q How well can BTL activation work out, when compared to ATL activities which is for masses at a time?
We cannot compare apples and oranges. The role of ATL is different from BTL, which focuses on engagement and enriching customer experience. At BTL, customers experience the brand closely and are able to get a complete download of what the product is all about. It is more informative in nature unlike ATL where the communication is restricted to limited pain points that the product solves.
Q What is your choice on choosing Activation on a new product launch?
We have 3 ground rules in choosing an activation:
(i) understanding where your TG is present
(ii) the idea puts your product out to your TG in an effective manner
(iii) Immediate and long-tail ROI on choosing the touch point. Also, we are very open to experimenting on activations and adapt as we grow along the way.
Today seeing the % of brands in Experiential Media compared other medias are on lower side, when there is so much influence and brand recall in organizing activations.
I think having a stronger network of agencies is still a problem in most cities. The supply side of this market needs to grow. A lot also depends on the stage of growth of the company and how BTL would help them work towards their vision. This choice is very subjective to a business.